Articles in the Digital Marketing News Category

The digital marketing landscape changes at a breakneck pace. From innovations that bring new ways to target users to new marketing methods and mediums, it’s important for marketers to stay up to date on the latest digital marketing news. Learn about the changes that effect your current online marketing efforts, and the new methods and tools you should be incorporating into your digital marketing strategy.

If you don’t like the weather, just wait 10 minutes! This saying also applies to the dynamic search industry. If there is one thing that is certain about the future of search engines, it is that they will continue to change frequently. For example, I often find myself discussing a Search Engine Marketing topic with a client and the very next day, the same topic we discussed is completely outdated. It could be something as basic as online market share percentage, to a search engine completely changing who they are partnering with. (see next paragraph for more on this topic) The Search Engine Marketing industry is so completely dynamic and constantly changing, and always keeps me on my toes!

A perfect example of how things rarely stay stagnant for too long, is with the search engine http://www.miva.com/ . Miva is one of the search engines we submit many of our clients to. MIVA recently announced that they will be dropping Yahoo and signing on with Google. In more simplistic terms, the search results will no longer be generated from Yahoo’s database; they will come from Google. This change should occur later this month. Being that Google accounts for the majority of the market share, it is not surprising that other engines, such as MIVA, would want to partner with them. Click here to read the entire article (Did I also mention that MIVA was previously called Findwhat?)

Another example of how this industry doesn’t wait for anyone is the constant evolution of Search Engine Algorithms. The top search engines are constantly tweaking their algorithms and filters, and spiders continue to improve. Simple changes to an algorithm can have a noticeable impact on the way your site is positioned within the search results. It is critical to be aware of such changes within the industry, and take a proactive approach.

A great way to keep up with the constant changes is to sign up for newsletters and articles from various publications. They are free and very informative. Here are just a few that I find useful:

The Search Engine Marketing industry is never static, and things will continue to change rapidly, however articles and publications like those mentioned above can certainly provide some insight! Happy reading.

A website redesign where Search Engine Optimization (SEO) has been an essential ingredient from the very beginning will outperform in terms of search engine visibility when compared to a website redesign where SEO has been included as a last step. If a redesign is guided through the SEO lens, success will be envisioned because it is not only a time-saving strategy, but also a cost-effective one

Still, it’s typical for clients that come to us say that they would like to consider SEO now since their site is almost ready to be launched. This is puzzling to me. They’ve already spent a significant amount of money in redesign and never included SEO in that budget? Now, they want to budget for SEO after their money for the project is almost gone, or the redesign is nearly complete.

What are the consequences of the previous situation? Well, there are several, but the essence remains in having redesigned for look and feel without taking into consideration that this beautiful website may not be found prominently in the search engines.Read More

Search Engine Marketing is the Next Frontier for Consumer Package Goods Companies

A recent eMarketer article highlights the emergence of an under-recognized trend in search engine query behavior. Consumers are increasingly using search engines to find and purchase consumer package goods. No trip to the store required, search engines are becoming the most-frequented direct-line to consumer package goods for many Americans. Sixty-seven percent of the participants in the cited survey reported search engines as their number one means of finding consumer package goods online (eMarketer, December 29, 2006). And these survey results don’t just include people who are searching for clothing and other products that are more typically associated with online research and shopping. Instead, the survey results show that food, personal care items, and cleaning products, are high on consumers’ lists of products they find via search engines.

So what does this mean for consumer package goods companies and their advertising dollars? Search Engine Marketing is the key to reaching your customers online. Consumer package goods companies need to start invigorating their advertising strategies and budgets with more search engine marketing. And as these search behaviors increase over time, advertising online via search engine marketing will increase consumer package goods companies’ visibility and ensure they are reaching these consumers right from the start.

As of yet, this trend in consumer behavior isn’t being sufficiently recognized by the consumer package goods industry. While many industry leaders as diverse as Colgate and Gap Corporation are utilizing search engine marketing as a means to drive sales, most others aren’t reacting as quickly. It is estimated that only 1% of the overall 2006 advertising spend of U.S. consumer package goods companies was devoted to search engine marketing (eMarketer, December 29, 2006). For an industry so large and far-reaching, this lack of emphasis on search engine marketing as a heavily used advertising strategy is a hindrance to growth — the consumer package goods industry would be best advised to stay ahead of the consumer-behavior trend and engage in search engine marketing as a way to capture its evolving customer base.